New Appearance at the Start of Visitor Advertising

24.01.2019 - 08:35

Whether material or drive - the exhibitor has what the visitor wants: they just have to find each other. Visitor advertising has started: The team of T4M uses a wide range of measures and a new advertising appearance to ensure full exhibition halls for the trade fair. Communication manager Amélie Brübach explains how the trade fair team puts T4M in the spotlight and supports the exhibitors.

From 7 May 2019, medical technology can look forward to an exciting combination of specialised trade fair, forums, workshops and networking in Stuttgart. T4M – Technology for Medical Devices provides the perfect meeting place for the industry with the new umbrella concept. But what do exhibitors and visitors expect from their visit? They want to make new business contacts, strengthen their networks and obtain information about the latest innovations in the medical technology industry. Exhibitors look for decision makers who are eager to invest, while visitors need efficient and future-proof solutions. Fast.

“Taking part has to be as efficient as possible for everyone so we start long before T4M will premiere in May”, says T4M Communication Manager Amélie Brübach. “In order to match the providers and customers perfectly, we have tied up a bundle of measures to ensure a high frequency and quality of visitors to the halls at the same. We rely on a broadly diversified and industry-oriented advertising campaign as well as on targeted support of exhibitors in their pre-event advertising”, Brübach explains.

1. Targeted visitor advertising on all channels

If you want to reach the right visitors you have to listen to the industry. “We have sought dialogue from the beginning” says Amélie Brübach, “Together with our trade fair advisory board, representatives of the industry and our exhibitors, we have worked out what the new trade fair has to offer to the medical technology industry in order to support the participants lastingly”. This lead to a visitor advertising campaign that is tailored to the current needs of our target groups namely the suppliers, the manufacturers and the distributors. At the heart of the campaign are four central slogans relating to production, product development and sales. The slogans boldly reflect on central challenges of our visitors that the exhibitors at T4M can help with. “As a result, we achieve very targeted matchings at the fair”, explains the Communication Manager. The positive reactions from the trade fair advisory board and from exhibitors of T4M had confirmed this.

“Medical technology is an industry of the future. It is not without reason that experts attest it a high innovation and growth potential", says Brübach. This should be expressed in the design of the public image. The varied look creates a clean and future-oriented image and is in line with the dynamic development of the industry as a whole. A number of participants were involved in the implementation of the new visitor campaign. The family-managed Swiss manufacturer of plastic components Wild & Küpfer, for example, provided the visual material, and the translation enterprise Transline Deutschland delivered the transcreation.

In accord with the defined slogans, the new look can vary with target group and medium for a perfect approach. According to Brübach, they have to be taken into account, too. “To get in touch with our visitors, we must achieve the greatest possible reach” she says and stresses: “In cooperation with our media partners, we can roll out our campaign nationally and internationally as well as on-line and off-line on far reaching channels. This will benefit T4M as well as its exhibitors”

2. Support for exhibitors all around

A consistent external perception analog, digital and at the fair is the alpha and omega for the exhibitor. This is especially true for advertising the participation at T4M as a new specialist trade fair. According to Amélie Brübach, exhibitors have to plan ahead which type of visitor they intend to attract to their stand and which products and services they want to present to their visitors. “We support our exhibitors long before the actual event and give advice on how to plan and choose the right means of communication for a competent appearance”, says the T4M Communication Manager. The T4M team has six tips how to create more visitor traffic for the stand and draw attention to the trade participation very soon.

Publish all relevant trade fair data on your website

Put a banner in your e-mail signature

Send out a Save-the-Date newsletter in your media

Communicate cost-free on your networks such as Xing or LinkedIn

Activate partners and providers as multipliers

Make trade fair appointments early

The countdown to the start of the fair on 7 May 2019 is on. Secure your ticket in time! As a T4M exhibitor, use the tips to advertise your trade fair appearance successfully. Have you got any questions or would like more information? The T4M team will be happy to assist.